Azerbaijan and PATA strengthen tourism ties with Asia-Pacific markets
Baku, October 29, AZERTAC
Azerbaijan is strengthening its connections with key Asia-Pacific tourism markets through the PATA Hosted Buyers Summit Baku 2026, held in Baku on October 29 and jointly organized by the State Tourism Agency, the Azerbaijan Tourism Board (ATB), and the Pacific Asia Travel Association (PATA). The event brought together local tourism businesses and more than 50 tourism professionals from China, Malaysia, Indonesia, Singapore, Japan, and South Korea to explore new opportunities for cooperation.
Fuad Naghiyev, Chairman of the State Tourism Agency of the Republic of Azerbaijan, noted, “The Asia-Pacific region is an important market for Azerbaijan’s tourism sector, offering significant potential for attracting visitors and expanding international cooperation. The opening of the Azerbaijan Tourism Board’s representative office in Beijing this year marks an important milestone in strengthening our presence in the region. Hosting the PATA Hosted Buyers Summit Baku 2026 further reinforces these efforts by bringing international tourism professionals together with Azerbaijani businesses, creating opportunities to establish direct industry connections and develop new business partnerships.”
PATA Chairman Henry Oh emphasized Azerbaijan’s diverse tourism offerings and the summit’s role in connecting international partners with local businesses.
Oh said, “Our theme reflects a clear business objective: connecting Azerbaijan with key source markets across Asia-Pacific and helping turn the destination’s tourism potential into tangible business opportunities. Through our network across Asia-Pacific, we bring together destinations, tourism businesses and travel trade partners who understand their respective markets. We look forward to building on this partnership through knowledge exchange, industry connections and future initiatives that strengthen Azerbaijan’s reach across Asia-Pacific and beyond.”
A key outcome of the summit was the signing of a Memorandum of Understanding (MOU) between the Azerbaijan Tourism Board (ATB) and PATA. The agreement was signed by Noor Ahmad Hamid, CEO of PATA, and Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, in the presence of Henry Oh, PATA Chairman, and Fuad Naghiyev, Chairman of the State Tourism Agency of the Republic of Azerbaijan. The MOU aims to raise awareness of Azerbaijan across Asia-Pacific markets, strengthen cooperation with tourism industry partners and media, and encourage the exchange of knowledge and experience across the sector.
B2B meetings held during the summit gave local companies and international tourism professionals an opportunity to discuss potential partnerships and develop new business connections.
The programme also takes participants beyond Baku, to Shamakhi, Gabala, Shaki and Gakh, introducing them to Azerbaijan’s cultural heritage, natural landscapes, hospitality traditions and tourism infrastructure. It showcases the country’s Silk Road heritage, mountain and nature tourism, business travel, Umrah Plus programmes and tailored travel experiences, while exploring opportunities for multi-country Caucasus itineraries with neighboring destinations.
Founded in 1951, PATA has more than 650 members worldwide, including tourism authorities, airlines, airports, hospitality organizations, educational institutions and travel companies. The Azerbaijan Tourism Board has been a member since 2019.
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